I was sitting in a Starbucks drinking a red eye. It was going to be a long day and I needed to be prepared; the client I would be visiting was struggling to find a product-development focus. They had developed numerous products, always thinking they were close to a breakthrough, only to discover that something was missing when it came time to put them in the market. Either the product missed the client need, or the positioning was off, or the product didn’t achieve the success they had hoped for.